Google Analytics is an important tool for website owners and digital marketers looking to gain insights into their online presence.

Google Analytics provides a great amount of data that can help you understand the way users are interacting with the product. This data can be used to optimise your website, improve user experience, and boost conversion rates. Here are some ways of making the most of the data provided by Google Analytics;

1. UTM Parameters

UTM stands for Urchin Tracking Module. UTM parameters are short pieces of text that are added to URLs to track the source and medium of traffic. There are five kinds of parameters; source, campaign, medium, term, and content. By using these UTM parameters, you can get a clearer picture of which marketing channels are driving the most traffic and conversions for your product. This information can help you understand your users and allocate your resources more effectively.

2. Enable Site Search

For a website with a search feature, it is important to know what the users are looking for and how to improve their experience. The Site Search feature allows you to gain insights into how users utilized your website’s search function, including the specific search terms they used and how successful the search results were in driving deeper engagement with your site.

3. Set up Intelligence Events

There can be times when there are huge deviations in the website traffic before you notice. To keep track of any such odd events, Google Analytics allows you to set custom parameters to monitor for unusual site activity or deviations and send alerts to designated account managers to monitor it.

4. Create Custom Audience Segment

Google Analytics has a lot of information regarding your audience/users. The platform can provide their age range, location, gender, interests, user experience, and frequency of their visit to the website. Use this data to understand the user personas of the visitors.